Traditionally, the ISH has been the biannual forum for the European heating industry to showcase product innovations and new business strategies. The big five in Europe – Bosch Thermotechnik with its brands Buderus and Junkers, Viessmann, Vaillant, Ariston and its Elco brand, and BDR Thermea with its brands Remeha, Brötje and De Dietrich – welcomed tens of thousands of installers to the international five-day business-to-business fair in Frankfurt, Germany, at the beginning of March 2017. They chose two entirely different ways of presenting the new generation of heating solutions: Viessmann and Junkers focused on online marketing and sales, whereas Vaillant and Buderus favoured system integration. “Easy selling” reads the exhibition wall at the booth of Junkers (see photo), where the new online marketing tool was shown to attendees. Photo: Bärbel Epp